The conversation takes place at least once with each client and it goes something like this:
Author: I just don’t get this (Twitter)* crap. *(Insert any social media platform)
Us: Okay, what don’t you understand?
Author: I just don’t get how this is supposed to sell more books. It’s pointless and I don’t want to do it.
Us: Then don’t do it.
Author: Really? I don’t have to?
The easy answer is, of course you don’t have to. But here’s why you want to:
First, it’s true. Not every social media outlet works for every author. Some may have the bulk of their fans on Facebook or Goodreads. Others may swear by Linked In or She Writes, and those who love Twitter really love Twitter.
But until you actually learn all that each of these engaging social media sites can do, it’s tough to make a fair assessment. So, what we DO have to do as authors, if we’re going to be smart about our author marketing, is give each outlet its due.
Learning ALL an outlet can do is the first step. In example, few understand the power of Linked In and assume it’s all about job networking (I admit I was one of those assuming the least). But we’ve had more authors end up favoring this space than any other; their participation in groups has wound up getting them speaking gigs, book signings, and even bulk book sales to membership organizations!
Engaging and interacting in that space is the second step. Then, and only then, is it fair to say this outlet simply doesn’t work for what you write. Other authors, for example, start out despising Twitter and its abbreviated, micro-blogging world, only to discover it’s the fastest way for them to create buzz among their readers. They can have micro-conversations, not take too much time, and still effectively communicate with thousands of readers, all at once!
These authors become, as you might imagine, instant Twitter devotees and can launch a Twitter chat in less time than it take me to type t-w-i-t-t-e-r.
NOTE: “Engaging and interacting” does not mean shouting, “Look at me, look at me.” Offer links to other sites your readers will like, even other books you’ve enjoyed (then that author is sure to share the love with her readers, and so on and so on…) The more valuable information you can share, the more valuable and authentic you are to your readers.
Giving a site time to work its magic is the third step. Giving each outlet its due doesn’t mean two weeks, three posts and you’re outta’ there (though we understand the temptation). This isn’t a weekend in Vegas, folks! You can’t take three swipes on a canvas and have a Rembrandt any easier than you can call three chapters a book and the same goes for social media.
When we work with authors on social media training, the goal is to explore several spaces over the course of a couple months and share all the tips and tricks that make each space work for other authors; how to make the outlets complement each OTHER, and how to actually give each site its fair due.
After all, you don’t want readers to stop reading your book before the big climax; nor do we want to give up on what might be our own personal “tipping point” to engage and attract readers, surely not before we’ve given that site a fighting chance.
So tell us, authors, which site has proved most useful to YOU so far?
Hard to say which is best for me. I know Twitter drives an awful lot of visitors to my blog. Do they buy anything? I don’t really know since the books are sold through sites like Amazon and my publisher. Luckily, I enjoy using Twitter and yes, I will admit, I get a kick out of seeing my blog stats rise. Plus I love to blog so what’s a few extra seconds to pop over to HootSuite and post? (I prefer manual method to autoposting as I like to time things.)
I’ve also loved LinkedIn since my days as a marketing professional, and used it regularly to market myself when I hung out my shingle as a marketing consultant. As an author, I probably use it more as a research tool. I belong to a lot of history groups that are tremendously helpful when I need to fact check an historical detail.
I think too many people expect a direct correlation between activity and sales. It’s not always direct and it’s certainly not always immediate. It’s like having a healthy lifestyle. A couple years from now, you’ll wonder what might have been had you paid more attention to it.
Excellent points, Mary and sounds like you’ve got a great handle on it. Hootsuite does make it easier and now even moreso w/ Google pages integrated, though I’m finding it more productive to post in person at FB – they don’t play as well with others 🙂 Write on and we’ll check out your blog!
Great advice. I just need to practice it!!!
Pattie
Here is my issue with other writing sites:
Other writers is not where to go to sell books. After all, it’s like children: I like my own, yours I tolerate.
I want you to buy my book, I’m not so interested in yours. I’m busy researching and writing my book. Or possibly checking out specific ways other authors have marketed their books in my genre.
The place to sell books is to the non-writing public.. The people who don’t write their own books but love to read. In my experience, the place I have sold the most books is in-person engagements. Not on Facebook, not on Twitter, not on LinkedIn and certainly not on GoodReads. I get sick and tired of other writers “selling” and to me over an over gain. I have never bought a book from anyone due to their social media yammer. I also have yet to see any real statistics of exactly how many people bought books because of their social media sites.
It’s that fight for time. As a writer, I have to balance time to write, edit, market along with a ‘pay the bills’ job. I do believe that eventually the work on social media will pay off. I do find it takes far more time than I expect to work out how to dig into the various options. For an author, it’s not just Facebook, Google+, twitter, LinkedIn. It’s also Goodreads, Shelfari, Amazon, and any other thing that comes up.
Thanks for weighing in, PA. You’re right — it does take time to set up certain sites, but once set up we put clients on a schedule because honestly, except for blog posts, you should be able to get through what needs done in an hour a day or less… and when held up against the advertising/PR value to reach thousands, it’s definitely still the most economical option around and a true natural for authors (since it’s all about the written word!). Some sites require daily checkins; many others just weekly. Hang in there, it’ll pay off!